Creative idea answers to a specific consumer insight: “when you are a young driver and you go on the road, your mum is always going to worry and need to be reassured”.

The idea of a connected button that can be implemented directly into the car dashboard allows to propose a product/service that can change customer perception of the brand.

The core message of our campaign is: “With the connected Mum button, you can now reassure your mother in one clic”.

With Mum button, connected to your smartphone thanks to a dedicated mobile app, it is now possible to reassure mums in just one click.

Once you have the button, it takes only 2 minutes to it up. Then you can use it to reassure your Mum just by pushing the button. She will receive a reassuring SMS on her mobile phone.

Following local digital campaigns on social media (supported by teaser posts + launching film in different formats), Mum buttons are implemented in 12 markets for the moment, and expectations is to have a worldwide coverage before the end of the year.

Buttons are available since April 2018.

In France, Mum buttons are available at the official brand store in Paris.

Following a digital media campaign in each market, Mum buttons are available for customers in physical stores and on-line.

First engagement rates on social media are beyond expectations and online-PR are showing a real interest on the topic.

Starting in April/May with 2000 buttons launched in 12 markets (first markets to launch are Bulgaria and Spain), objective is to have this product implemented Worldwide before the end of the year.

Connected buttons already exist for several years, but they are mainly used to drive product purchase. Our connected “Mum button” and associated mobile Apps have another objective: provide a service that can enrich the driving customer experience.

Mum button idea is based on an insight linked to our specific audience (young drivers and their mums): “when you are on the road, your mum is always going to worry and need to be reassured”.

With Mum button, young drivers do not forget anymore to inform their Mums once they arrived safely at destination. And Mums don’t have to worry anymore!

When it comes to young drivers, consumers researches are showing that the first fear of mums is linked to their children driving their cars. And unfortunately, children do not always think about reassuring their mother once they are arrived safely at their destination.

Starting from this strategic insight, we have developed a creative idea that was judged as relevant for our specific audience. We have then developed connected buttons and Mobile apps that can build a strong relationship with customer.

The launch of Mum buttons is supported by local digital campaigns on social medias. Once Mums and young drivers are aware of the Mum buttons benefit & availability, the different call to action messages propose to our specific audience to get Buttons in-store or on-line.

Situation: As a car brand, we are always looking for creatives ideas that can enrich the global driving experience of our customers and participate to build a strong relationship with them.

Brief: Propose a creative idea dedicated to a specific audience (Mums & young drivers), that can make their global driving experience easier (as “Easy life” is our brand credo).

Objectives: A digital centric activation that provide a real service to our customers, that can be used in all markets and that can nourish the brand purpose: “make the driving experience easier”.